There's a proper way to cut everything.  And the first step is always to start with a sharp knife.  For the launch of Calphalon Self-Sharpening Cutlery, we provided home chefs with 55 easy to follow videos that show how to cut just about anything the right way. 
To promote the videos with bloggers and editors, we took chefs to their desks and showed them proper knife skills in person (while making their lunch).
We also created a short tv spot to try and explain the magical way Calphalon Knife Blocks keep their knives so sharp. 
Creatives: Nicholas Troop, Mikio Bradley, Klara Lindberg. Directors: Friese Brothers

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